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Macrotrends

The Parent Trap

... kids and maintain a healthy degree of skepticism about following others’ advice. Moreover, as a generation that accepts that what works for some people may not for others (see All In Good Time), they’re becoming more comfortable making their own parenting choices, even if they go against the norm, despite this being an area of life that is typically heavy on judgment from others.While there are many useful parental resources out there and my wife and I have certainly used a few, I ...

There's No Place Like Home(town)

... with their childhood. For Zs, who are the most globally-minded generation, their pride for their hometown is a way to highlight their place in the world as they connect with their global peers, but don’t necessarily want to focus specifically on Americanism, which they see as outré at the moment. More than just tapping into the idea of hometown for comfort when they’re feeling ungrounded, youth are going one step further and displaying where they’re from via style choices. Indeed, one in three U.S ...

Personal Property

... (see Creating For The Creators). Many young adults are designing or decorating goods themselves or even adding their own touch to the home items they buy. For instance, consider the ease with which young adults can contact an Etsy seller requesting for furniture and décor to be made to the exact specifications they dream up. At the same time, they’re giving rise to affordable home-related brands that emphasize customization (see examples), such as BenchMade Modern, which promotes the idea that ...

weCommerce

... Youth are enjoying the cyclical, personal nature of the modern resale economy, presenting significant opportunity for brands to extend the life of products.Young people today have adopted a shared pride in paring back on material goods, a mindset that sees them curating their lives with careful consideration and purpose (see The Optimization Generation) and likewise influences their nascent resistance to the siren call of consumerism (see Buy Not). Nonetheless, they wish to welcome new ...

An Eye Towards The Future

... , unemployment and a desire to be with family, young adults, especially, are on the move. This will provide valuable insight for brands in terms of who these young adults are, where they are going and why. Trust & PrivacyThe pandemic has heightened distrust in government while also raising concerns about data surveillance. We’ll explore what young people think about Track and Trace programs, and how they see the trade off related to privacy. We will also look at how they are taking to social media ...

Go Big Or Go Home

... In an effort to optimize their social lives, young generations are increasingly choosing to either have exceptional social plans, or stay in and decompress for the next big adventure.When it comes to socializing IRL, Gen Ys and Zs are on a quest to collect as many adventures as possible. This isn’t merely because they want new ways to bond or shareworthy content to post online, but also because they want to feel productive and that they've made the most of their free time; by constantly ...

Supply & On Demand

... consumers and young people in particular. With their Venture Consumer mindset, youth already feel they can have a say in entertainment creation, whether that be via a Kickstarter to fund a movie or an online petition to bring back a favorite show. Now, they are exerting their will, whether they realize it or not, on how and where entertainment is delivered. This attitude isn’t driven by a fight with entertainment providers for ownership of the airwaves but rather by a passion and admiration for ...

No Money, More Problems

... Ys' tendency to delay milestones that were easily hit by earlier generations: buying a home, getting married and having kids, and saving for retirement. And these financial issues don't just mean Ys have to wait a few years to buy a house: they're negatively impacting this cohort’s mental health and creating constant stressors, whether that's due to debt or the fear that they won’t be able to live up to expectations set by previous generations. In Cassandra’s qualitative research, a Gen Y female ...

The New Social Order

... target their audience. When thinking about sponsorships, not all influencers are created equal, and influence isn't necessarily correlated to follower count. A high-profile celebrity influencer with millions of followers can be great for increasing brand awareness, but might not move their followers to action. Alternately, while an influencer with 5,000 followers seems like small potatoes, their followers might be highly engaged and more likely to buy products should that influencer recommend them ...

Shop Right

... children’s needs are still appreciated by parents, but they’re no longer the major draw they once were. Now that parents can buy almost anything online, their relationship with shopping is changing. Their incentives for stepping inside a store have gone from “have to” to “want to,” and chaotic environments are no longer making the cut. Instead, Y parents are gravitating towards stress-free stores that foster Presence of Mind while also providing entertaining experiences for parent and child alike. Now ...